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Mobile efficiency ad platform Vungle has acquired GameRefinery, a mobile game analytics service firm in Finland.
GameRefinery’s Game Intelligence platform has 70 shoppers about the globe, and it supplies developers with retention and monetization insights by way of its cloud-based developer tools. Customers incorporate Zynga, King, Rovio, Ubisoft, and more.
GameRefinery gives deep contextual information sets across 160,000 gaming apps, and that will assist Vungle’s platform to allow advertisers to target contextually relevant campaigns. The deal is one of numerous acquisitions that have occurred to increase user acquisition efficiency in the wake of Apple’s adjust to the Identifier for Advertisers (IDFA). Apple’s move will favor privacy more than targeted marketing.
Back in September, Consumer Acquisition CEO Brian Bowman predicted that the adjust would hurt game companies’ potential to target shoppers and it would lead to disruption in mobile promoting. And that would lead to more acquisitions. Last week, Otello agreed to sell AdColony to Digital Turbine for $400 million, and Vungle previously acquired Algolift.
GameRefinery brings image recognition and inventive tagging capabilities that will be leveraged by Vungle Creative Labs (VCL). The deal combines VCL’s expertise in inventive work for advertisements and user acquisition with GameRefinery’s granular reporting on visual components such as designs and genre match. That will assist the combined organization provide efficiency suggestions for its largest shoppers.
“GameRefinery has built a leading platform to help developers build the most engaging and profitable games,” mentioned Vungle CEO Jeremy Bondy in an e mail to GamesBeat. “GameRefinery’s world-leading contextual data sets bring innovative targeting capabilities to Vungle’s platform, driving UA performance in a privacy-focused landscape. GameRefinery’s image recognition and machine learning tagging will be leveraged by Vungle Creative Labs, strengthening creative insights to deliver contextually relevant stories.”
GameRefinery’s cofounders Markus Råmark, Veli-Pekka Julkunen and Joel Julkunen, as nicely as the complete GameRefinery group, will join the Vungle organization. The group will continue to operate out of the company’s offices in Helsinki, Finland. Vungle has 270 personnel, and GameRefinery has 30. The acquire price tag was not disclosed.
“Together, Vungle, GameRefinery and AlgoLift offer the only platform that speaks to game and product teams in the content and creative development process, marketing, user acquisition, and growth teams in the scaling stage, and data teams when measuring and refining outcomes,” Bondy mentioned.
Bondy mentioned that GameRefinery will continue to release reports on the game and app industries.